Found this litle abstract of a paper, that I am not going to buy but the abstract itself could be helpful to all of us, when lookng at possibilities that companies can innovate in.
by:Mohanbir Sawhney, Robert C. Wolcott and Inigo Arroniz
http://sloanreview.mit.edu/smr/issue/2006/spring/14/
In fact, a company can innovate along any of 12 different dimensions with respect to its (1) offerings, (2) platform, (3) solutions, (4) customers, (5) customer experience, (6) value capture, (7) processes, (8) organization, (9) supply chain, (10) presence, (11) networking, and (12) brand. Nissan Motor Co., for example, has innovated along the platform dimension, using essentially the same small engine block to power a variety of models, including an upscale midsize sedan, a large sedan, luxury sedans, a minivan and a sports coupe. Enterprise Rent-A-Car has innovated along the customers and presence dimensions, placing car rental locations in the neighborhoods where people live and work rather than at airports. Together the 12 dimensions of innovation can be displayed in a new framework called the “innovation radar,” which companies can use to manage the increasingly complex business systems through which they add value.
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